Genesys Adds Social Media Filtering to Its Customer Platform with Solariat Acquisition

Genesys has increased its stake in the social media arena with its acquisition of Solariat, a social customer care and analytics platform company.

With social media technology, companies routinely have the ability to route Facebook comments and tweets to various departments within a company. Such solutions usually attach virtually to an unlimited set of data from that interaction, according to Keith Pearce, vice president of solution marketing at Genesys.

"That, frankly, is the vanilla in the world-class social media routing capability," Pearce says. "You route it to the right person, you report on it, you can attach data to it. But it's more of a debate in the company you're routing that [to], whether it's someone who is in a contact center, marketing, or corporate communications.

"We've known for some time that we needed to do this to take the next great leap. Now we can apply sophisticated filtering capabilities and listening capabilities that can start to discern in a knowledge system that gets smarter the more something trends in the social sphere."

Genesys' acquired technology from Solariat, SocialOptimiz, can filter customer comments on social media sites and determine whether an automated response is required, a product trouble issue needs to be addressed, or a hot fix issue needs to be pushed out to customers.

"It's the ability to do much more sophisticated things," Pearce says. "It's the artificial intelligence that's in the Solariat knowledge base that's at the core of this product that [makes the] knowledge base get smarter over time as it starts to acquire intelligence the more people are tweeting or posting about a product."

John Ragsdale, vice president of technology research for the Technology Services Industry Association (TSIA), believes the acquisition is a good move for Genesys.

"Genesys has always been aggressive in incorporating emerging channels into their story, and the acquisition of Solariat shows that Genesys continues to push the envelope in enabling a true multichannel, cross-channel, omnichannel platform," Ragsdale said in an email. "Forty-six percent of TSIA members are now supporting customers via social channels, and while the volumes may be low for most B2B firms, they are rising."

Pearce also stresses the need for a platform that extends across a company rather than keeping customer responses siloed, for example, in the contact center or the PR department. "If a customer has a problem with a product, they won't care about how departments are organized in a company they just need an answer.

"A lot of best-of-breed point solutions have been implemented across companies, but nothing gets orchestrated or coordinated in an intelligent way," Pearce continues. "As social media becomes a communication channel for companies to use with customers--today that's been thought of as marketing, sales, advertising, and promotions channels. The consumer position is that they see it as not limited to that. They see it as a way to get help from companies. They value it as a service channel."